Budweiser Extends Fifa World Cup Deal
FIFA and Anheuser-Busch InBev have announced the extension of their official beer sponsorship deal for the 2018 FIFA World Cup Russia and the 2022 FIFA World Cup Qatar.
The agreement, which continues a 25-year partnership between the two organisations, ensures that Budweiser will serve as the official beer of the FIFA World Cup for the ninth and tenth times.
Anheuser-Busch InBev now has global sponsorship rights for all editions of the FIFA World Cup and the FIFA Confederations Cup up to and including the 2022 edition of the former, with the opportunity to leverage its portfolio of beers by extending local sponsorship rights to its leading brands in selected football markets.
‘We are delighted to be strengthening our relationship with Anheuser-Busch InBev even further,’ said FIFA secretary general Jérôme Valcke. ‘Ever since joining the FIFA sponsorship family for the 1986 FIFA World Cup, Budweiser has played a vital role in helping to develop our flagship event, effectively supporting us in bringing the event closer to fans all over the world.’
Anheuser-Busch InBev’s chief marketing officer, Chris Burggraeve, added, ‘We’re very pleased to extend our longstanding partnership with the FIFA World Cup. Football and sports in general are a key global consumption and celebration moment and the FIFA World Cup offers a strong and relevant global platform from which we can connect with passionate football fans around the world. We’re looking forward to the opportunities presented as the FIFA World Cup tournament brings the excitement of the beautiful game to new and different places around the world, and to connecting Budweiser with even more consumers globally.’
